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dc.contributor.authorDe Pelsmacker, Patrick
dc.contributor.authorGeuens, Maggie
dc.contributor.authorVan den Bergh, Joeri
dc.date.accessioned2017-12-01T11:43:55Z
dc.date.available2017-12-01T11:43:55Z
dc.date.issued2001
dc.identifier.urihttp://hdl.handle.net/20.500.12127/118
dc.description.abstractMarketing Communications is not only one of most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating. The textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsership, sales promotion, direct marketing, poin-of-purchase communications, exhibitions, personal selling and the internet. Full attention is given to the role of these elements within the marketing communications plan ensuring that students know which tools to employ what point. In addition Marketing communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.
dc.language.isoen
dc.publisherFinancial Times
dc.subjectConsumer Behaviour
dc.titleMarketing Communications
dc.source.numberofpages509
vlerick.knowledgedomainMarketing & Sales
vlerick.typebookBook - Author
vlerick.vlerickdepartmentMKT
dc.identifier.vperid32045
dc.identifier.vperid51213
dc.identifier.vperid35905
dc.identifier.vpubid45


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